Avocados From Mexico

The client

Avocados From Mexico (AFM) is the No. 1 selling brand of avocados in the United States and the nonprofit marketing organization that manages it. A joint venture between the Association of Avocado Exporting Producers and Packers of Mexico (APEAM) and Mexican Hass Avocado Importers Association (MHAIA), AFM drives U.S. demand for Mexican avocados through trailblazing industry initiatives and innovative technology.

The partnership

In its effort to grow the overall avocado market along with the brand, Avocados From Mexico discovered that most consumers aren’t confident when it comes to purchasing avocados. To cultivate brand loyalty in a buying process with little room for touchpoints, AFM needed to draw in the audience and teach them about avocados in a way that felt both natural and enjoyable.

D Custom built a content strategy focused on “edutainment” — giving existing and potential customers something fun to read while seamlessly incorporating avocado education. The content program targets an active, body-positive audience by providing “avocado lifestyle” pieces on high-engagement themes ranging from beauty to kids to entertaining — all incorporating helpful tips for choosing, serving, and preserving avocados.

We rounded out the strategy with targeted social media promotions, high-value content from influencers, and the recommendation for an SEO-friendly hub on the website, making it easy for the audience to navigate and find whatever information they need.

In addition to creating brand-centric, consumer-facing content, we support AFM’s reputation in the produce industry. In 2021, AFM developed and launched the Avocado Institute of Mexico, a digital resource for news, facts, and insights on the Mexican avocado industry. We publish articles and updates regularly to establish transparency and consumer trust.

Outside of our regular content marketing program, we support AFM throughout the year for its OND, Super Bowl, and Cinco de Mayo promotions, as well as other campaign initiatives, with blogs, social media posts, email campaigns, and microsite content. As AFM’s go-to agency for words, we also write nominations for awards such as American Advertising Awards, Digiday Best AI Tool, and The Packer Produce Marketer of the Year Awards, which help AFM maintain its rep as one of the most innovative companies in the fresh produce industry.

Proudly, we have been partners with AFM since 2012, building trust with 10-plus contacts across departments and collaborating with five-plus agencies to accomplish AFM’s strategic initiatives.

The takeaways

In the last decade, Avocados From Mexico has continually broken records — tripling brand preference, accelerating the marketplace by more than doubling the import volume of Mexican avocados, and elevating the U.S. to the world’s foremost consumer of avocados.

Each year, we produce a full calendar of blogs for AFM, which have yielded impressive results:

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